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How to Develop a Social Media Plan to Achieve your Strategic Goals: Objectives, Tactics and Success Measures
Transcript of How to Develop a Social Media Plan to Achieve your Strategic Goals: Objectives, Tactics and Success Measures
Even direct traffic to your corporate website Recruit future employees and volunteers Launch products Promo events Crowdsource Explore areas for improvement Show off wins and successes "What if they say something bad about us?" They will. And you'll be fine. Fear of negativity keeps many off social media Fear also drives revoking or limiting employee access/involvement with social media Make sure your crisis communications plan includes a social media strategy CH pilot program for the Mountsberg Raptor Centre Sole publisher - Raptor Centre Lead Facebook Fan Page and auto-feed Twitter updates 2010 Hired a dedicated Social Media Writer Examined best practices from brands/orgs/other CAs Relied on existing HR policies Started an official Twitter page + secured the Twitter handles for other potential sub-brands Drafted a policy that focuses on existing company values in an online realm Via Facebook search, discovered a popular unofficial Facebook fan page for the Glen Eden Terrain Park Great content was being shared + active conversation Contact the author (a park employee) and after consultation with their direct manager, determined to make the page official 2010 2011 Capitalized on the existing following - to this day a very highly engaged page 2011 Empowered contributing staff with training and policy education Created two more Facebook and Twitter pages (Halton Parks and Glen Eden) Two vastly different audiences with vastly different content Content is not auto-fed into other streams (i.e. what we Tweet does not get published on Facebook automatically) Determined not to have individual personas online but instead portray a single, unified brand voice Maintain flexibility within a very defined framework Platforms now include: 2012 Facebook
Flickr CH Facebook properties have 7,633 'Likes' combined CH Twitter properties have 3,302 followers combined Combined with other social networks, more than 10,000 individuals have made the active decision to engage with our brand Not all parts of your business need a social media component Risk avoidance: remember, social media policies protect the brand, the employee and the community member De-escalate conflict. Take conversations offline Adoption Listening Engagement Connect with Conservation Halton www.facebook.com/conservationhalton /CHGlenEden
@HaltonParks http://focusonconservation.wordpress.com http://www.linkedin.com/company/conservation-halton Messenger Hassaan Basit, Director Communications
Wednesday, November 28th 2012
Toronto, Ontario Pilot Publisher Twitter: LinkedIn: http://ca.linkedin.com/in/hbasit @sci_comms Hassaan Basit M.Sc., B.Sc.
Director, Communications Services firstname.lastname@example.org (905) 336-1158 x270 To view this presentation: http://tinyurl.com/SoMeCH presentation created by Rafay Agha Conservation Halton Case Study 2013 Moving towards content marketing More videos, blogs, podcasts, photostreams, inforgraphics, vlogs Continue to analyze and utilize analytical data to better inform e-comm and online ad-buys Evolve alongside emerging technologies and leverage existing ones Foster relations with bloggers/influencers on Twitter/Facebook/blogosphere to gain greater PR It's not all bad! 5 Stages of our Social Media process: 1. Pilot
2. Adoption stage
2. Listening stage
3. Engagement stage
4. Publishing stage "Sorry to hear about that, pass along your email and we'll work on getting this sorted for you."